In 2023 I collaborated with Wandering Wheels, a UK-based campervan conversion company, to create a starter SEO strategy. Like most SEO work, the aim was to improve visibility and generate organic traffic for their site. At the time, most of their traffic came from social media and referral sites. Steady, but not enough to drive business value. With no prior SEO experience in-house and a low domain authority, the challenge was to deliver quick wins and quality traffic while setting a scalable framework for continued growth.

Over 2000 sessions generated within approximately 6 weeks of deployment

Average engagement time of 1m 30s+

Engaged session rate of ~75%

Installation of GA4 and connection to GSC to analyse results and monitor search hygiene

The project started with an SEO audit to assess the current state of the site. As a relatively new website with little content and few backlinks, the primary issues were:

Low domain authority

Thin content across key service pages

Missing or unoptimised metadata

No clear content structure

Simultaneously, I conducted keyword research to identify:

Core service terms (e.g. custom campervan conversion)

Longer tail informational queries (e.g. "How long does a custom campervan conversion take?")

Brand and model-specific searches (e.g. Ford Transit camper conversion)

With the research in place, I prioritised keywords by search volume, competition level, and relevance to Wandering Wheels' services.

Key actions included:

Optimising existing page content and metadata for primary service keywords

Expanding service pages with additional information to combat thin content

Introducing FAQ sections on service pages, targeting longer tail questions that competitors hadn't addressed

Creating case study/project pages to capture demand around brand and model-specific conversions

A light technical audit uncovered minor issues such as missing alt text, lack of internal linking, and inconsistent metadata. I fixed these issues to ensure the site was technically sound before scaling content efforts.

Given the lack of in-house SEO experience, I provided a content strategy framework to enable Wandering Wheels to build on the initial results independently. This included:

Prioritisation of future content ideas

Keyword mapping for blog topics

Guidelines on writing optimised content

Internal linking best practices

Despite starting from scratch, Wandering Wheels quickly saw measurable improvements in both traffic and user engagement. The combination of keyword-driven content optimisation and a focused long-tail strategy helped them carve out a niche in a competitive market — while the framework provided a clear path for ongoing SEO development in-house.